Three years ago, we launched our Islamic toys in Selfridges.

It was a moment that felt like a dream come true, seeing representation for Muslim children in one of the UK’s most iconic stores.

Yet behind the shelves, what many don’t see are the long nights, the setbacks, the doubts, and the determination it takes to keep moving forward. Running a business is never a straight line; it’s filled with challenges that test your resilience, your faith, and sometimes even your belief in yourself.

But moments like these remind us why we started. Our mission has always been clear: to provide Islamic toys and meaningful Islamic gifts for Muslim children, giving them a sense of joy, belonging, and confidence.

To walk into Selfridges and see our products alongside big toy brands is still a “pinch me” moment. It’s more than a business achievement, it’s really about representation, visibility, and showing children that their faith and identity deserve to be celebrated.

We are deeply grateful to our community, because this milestone is not just ours; it’s a collective win. Your support, encouragement, and shared belief in our vision make every step worthwhile. Alhamdulillah, we’ve reached three years, and Inshallah, many more milestones lie ahead.

This journey has also been one of faith. I personally draw strength from daily recitation of Surah Baqarah and have recently begun praying Tahajjud regularly. These spiritual practices ground me and remind me that success is truly by the will and blessing of Allah (swt).

As we celebrate this milestone, we also invite you to share your dreams with us so that we can keep one another in our duas. Together, we can continue building a future where Islamic toys and gifts inspire Muslim children everywhere.

Desi Doll Company toys are available on the shelves of Selfridges London, Birmingham Bullring and Manchester Trafford Centre. If you do visit the store, we would love to hear from you! Find us on social media @desidollcompany, and drop us a comment with your thoughts.